Why your brand has probably been doing creator marketing wrong
A lot of creator-led content is failing to drive brand outcomes, argues Fabulate’s chief product and strategy officer, Nathan Powell. The issue is brands are forgetting some of the advertising fundamentals when it comes to branded content made by creators.
What if your creator campaign is working, just not for your brand?
You’re getting views. The content feels authentic. Comments say “this doesn’t even feel like an ad.” But your brand? It’s forgotten before the viewer scrolls past.
Brands have been told to trust the creator. Step back. Ditch the branding. Let them do their thing. And so they did, and ended up with a tidal wave of creator content that looks native, feels good, but often quietly fails to deliver meaningful brand outcomes.
